Simply Navigate to Site Settings and select 'Title, Description, and Logo'. Next in SharePoint 2013 you have two Options to Upload a Logo From Computer and to Upload from a SharePoint Site.
FROM COMPUTER | FROM SHAREPOINTUploading from SharePoint Site would let you select the Logo from one of the Libraries and Uploading From Computer would let you select the Logo from your Computer that gets added to Site Asserts Library and then applied as a new Logo.
Uploading from Computer is new in SharePoint 2013.
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